Brand Makeover

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You can Google or ask Siri anything these days.  Siri, how can I make my green eyes stand out?  What is the latest way to improve my golf swing? How can I enhance my company brand?

Often, many of those thoughts go on in the minds of business people. We worry about our own image as we get older, or how can we stay competitive on the links but most importantly, how can we continue to grow our businesses?

Our goal at LJF Marketing is to help small to medium size businesses make over their image or brand in order to achieve their goals. Most business goals include:  increasing profits, carving out a niche in market share, or retaining customer loyalty.

But what happens with a downturn, or a competitor seizes a bigger portion of the market place, or your customers are leaving because of past bad publicity?  In these cases, it could be time for a Brand Makeover.

Blog Author Bethany Howell, of Insight 180, discusses the benefits of creating a brand makeover or renovation:

  • Preserves the brand’s existing integrity
  • Infuses new energy
  • Ensures the company image keeps current in a changing marketplace
  • Expands a company’s reach to new customers

LJF Marketing recently created a brand makeover for TIEC, an industry standards (#API Spec 1 and 2) project management and training firm that needed to update their brand.  LJF designed a new website, freshened their color pallet for their graphic elements and designed new sales collateral to jump start their goal to capture new market share in a downturn oil and gas economy.

An article by Emma Johnson, Brand Makeover: 3 Lessons in Reinvention from Entrepreneur Magazine delves into how even big brands sometimes need to either get back to their original identity or forge ahead into a new and improved one.  She recommends 3 focused make overs to broadening appeal, differentiate the brand or create damage control.

Marketing agencies can build brand components, a system of keeping brand identity and guidelines, staff training and presentation; a campaign introduction including advertising, literature or sales collateral reinvention, and new product branding and introduction, annual reports, event support and more.

Do you need a brand makeover?  Have your customers become confused as to what you do or offer?  Have you lost out on price points to competitors?  When you explain your company, do heads shake up and down in understanding?  If any of the answers to these questions leave a doubt, even a nugget of a doubt, it might be time for you to seek help from a marketing and branding professional.

Keep checking in for the next article in our LJF Marketing Eye2Eye series.

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